This is How to Find the Best Sales Enablement Tool in 5 Questions
I’m sure it’s something you already know very well – a good sales enablement tool will help you create a strong content library that will allow sales teams to find, and utilize content in their work.
But I bet you struggle to identify what to actually look for when choosing a sales enablement platform, right?
If so, then you are in luck.
In this post, I’ll share with you five questions you should ask when evaluating various tools on the market.
You’ll learn what to look for and how to make sure you’re investing in the right solution for your sales team.
Sounds interesting? Then let’s get started.
Here’s Precisely Why Your Sales Team Needs an Enablement Tool Today
Simply put, a good enablement platform allows salespeople to do what they do best: sell.
That’s because when armed with a powerful content library, your sales team can spend less time on the hunt for the right information to send leads when they need it.
Imagine it this way: if you managed a team of surgeons, you wouldn’t expect they go find their own scalpel mid-way through a surgery, would you?
Of course not. And so, the same idea should apply to your sales process.
Think of a quality sales enablement tool as the operating room technician. They keep everything in order and provide surgeons what they need, when they need it so the surgeon can focus on what they are trained to do.
Here’s a powerful statistic to back that up:
Up to 30% of B2B your sales reps’ time is spent searching for and customizing content for prospects. (source)
That means almost 50 hours per month is being wasted trying to find the right content.
But you and I both know the content is being created – that’s not the issue. 89% of B2B marketers have a defined content marketing strategy.
What’s more, 84% of marketing teams are either increasing or keeping content budgets the same in 2017.
And that’s why you need to start considering which enablement platform makes the most sense for your sales team.
The content is out there, but your salespeople need help getting to it quickly.
And a great enablement tool is exactly the right solution to make that happen.
But I’m sure you’re wondering exactly how to choose the right enablement tool?
Let’s take a look at 5 questions you should ask yourself (and a rep from the platform’s company) before deciding which tool is best for your team.
#1. Is the Tool Easy to Use?
You know this – in sales, time is money.
For your sales team, any time spent learning a new platform means missed opportunity on the phone with clients.
And even though 88% of top performers take advantage of sales technology (compared to only 54% of under performers), you know your best people will be acutely aware of that missed time.
As a result, they’re likely to reject any new platforms that aren’t completely intuitive.
That’s why you need to make sure whichever sales enablement tool you choose, it’s completely easy to use.
To be clear, that doesn’t mean training won’t be necessary. In fact, you should insist on a top-notch training program for your entire team before investing in any tool.
But it does means the platform serves its intended purpose in a simple, instinctive fashion.
Sign up at no cost and try all the different features available to see if the tool would be simple enough for your team to adopt.
#2. Does the Tool Seamlessly Integrate with My Current Sales Process?
Just as sales reps won’t adopt a platform that’s excessively tedious to learn, they will also reject anything that creates additional work.
Think about it: the goal of a sales enablement tool is to improve productivity, not add extra layers to the process and duplicate efforts.
That’s why you need to make sure whichever tool you choose has seamless integrations with your CRM and the other tools your team needs on a daily basis.
Look for tools that integrate directly with your CRM, your email client and the cloud, bringing all of your content and processes together under one roof.
#3. What Customer Insights does the Tool Provide?
I couldn’t believe this stat the first time I saw it.
Did you know leads contacted within 5 minutes of engagement with your content are 100 times more likely to convert? (source)
Pretty unbelievable, isn’t it?
That’s why whichever platform you choose should be able to report results to you in real-time on the success of content being shared.
Make it easy for your sales team to hop on the hottest leads as quickly as possible, giving you the highest likelihood of converting them to new customers.
Many platforms, including Attach, will provide those real-time customer insights. In fact, when you sign up for the free version of Attach, they demonstrate the power of their analytics by showing you how you engaged with their onboarding content.
#4. Will the Tool Help Me Measure Internal Results, Too?
A quality sales enablement tool should empower sales reps with the resources a buyer wants to see.
But, it should also provide leadership with quantifiable results that can help actually improve the sales process.
Here’s an example for you: say 6 of your top 10 performing reps leveraged one specific piece of content at a certain stage in the customer journey or with a particular buyer persona.
Wouldn’t you want to know what content they shared and when they shared it so you can share that with the entire sales team?
A good sales enablement tool will do that for you.
Look for a platform that reports on upward trends in your content. That way, you can scale the successes of your top performers across the rest of your sales team.
#5. Who has Seen Success Using this Tool in the Past?
In a recent post, I shared some compelling information on how case studies can improve conversion rates of new customers.
Here’s the thing: a good case study is a great tool to include in your content library, but case studies should also be a resource to you when evaluating sales enablement tools.
Pay attention to platforms that have worked for businesses like yours.
Here’s how: take a look at the companies who have had success on the platform and ask yourself the following questions.
- Are they in a similar industry?
- Is their sales cycle of a similar length to ours?
- Do they have a similar-sized sales team?
Though these are all important to ask before committing to any specific platform, do keep in mind that the best sales technology is pretty universal.
Look for platforms built to scale with you as you grow.
That’s because the last thing you want is to invest your team in a great sales enablement tool, only to outgrow it in 6-8 months.
And That’s It…
With these 5 questions, you should be able to easily evaluate new sales enablement platforms and quickly get started on a new tool to help boost your sales productivity.